Hendrix featured in Morgunblaðið, Iceland’s largest newspaper
Reykjavík - 14 April 2025:
In a recent Morgunblaðið article by journalist and photographer Ásdís Ásgeirsdóttir (published April 13), American design and innovation expert Michael Hendrix shares his journey of relocating to Iceland and launching a new creative consultancy, Huldunótur.The article notes that Hendrix, the former Global Design Director at innovation firm IDEO, now works with Icelandic businesses like Brauð & Co. and The Blue Lagoon, helping them unlock growth through design thinking, strategic innovation, and creative problem-solving.
In addition to his consulting work, Hendrix is an accomplished musician. He recently released his sixth solo album, Yuks, produced with Icelandic composer Valgeir Sigurðsson, and hosts the podcast Two Beats Ahead Live, featuring interviews with leading Icelandic artists and creative entrepreneurs.
In the article Hendrix cites Iceland’s independent mindset and collaborative spirit as key reasons for making Reykjavík his home. He says, “I love being here. The cultural life is fantastic. The landscape inspires me. And there’s a certain mindset here that I really appreciate. That’s important to me. There’s something about the way Icelanders see the world that I connect with.”
Read an English adaptation of the interview on Iceland Monitor or read the original Icelandic article here.
- hendrix@invisiblenotes.com